There was no denying the buzz it created, with the two-day event expecting to attract over 3000 delegates from across a diverse range of industries. But with so much focus on new technology, from artificial intelligence and machine learning to quantum computing, you’d be forgiven for wondering where the rather traditional trade of PR fits in this ever-changing digital age.

The truth is, that despite PR’s roots in traditional media and marketing, it’s still a pretty innovative industry, and to survive and thrive we are constantly seeking out new trends, skills and outlets to ensure our client’s voices are heard-by the right people,at the right time.

At SERIOUS we have long been delivering campaigns which cross the lines between traditional PR and digital comms. You don’t need the latest stats to tell you that more and more people are sourcing their news and views online, most likely via their smart phone - which is why, when we plan strategies and tactics for our clients, we always put digital comms in the mix -whether it’s a punchy video, social media campaign, influencer marketing or simply ensuring key online news outlets are covering our stories.

So, did we feel a bit like a fish out of water at one of the most tech savvy events in Northern Ireland? Quite the opposite. We felt right at home.